We've seen all kinds of interesting, daring, funny and downright rude marketing techniques in the past few decades, but this is one we haven't seen. A friendly approach mixed in with a bit of shock value. It's a full-sized Play-Doh Chevrolet Orlando.
Chevrolet didn't bother making a big deal about it, they just had the car cast out of solid Play-Doh and plonked it on a London street and let the people do the walking and talking. It's quite a interesting technique and one that is sure to attract a lot of attention, especially in bright 'Play-Doh' blue.
The car itself is the new Chevrolet Orlando which has just been launched in the UK. Chevrolet's marketing team said they surveyed 1000 UK adults, asking them what their favourite childhood toy was. Play-Doh was the most popular answer making up 19 percent of the results. Lego, predictably, came in a close second with 17 percent.
In the end, the team had to do something big and attract a lot of attention using nothing but Play-Doh, so they sculpted an entire car out of the stuff. Chevrolet UK spokesman, Les Turton, said in a recent statement,
"The new Orlando deserves another look and we believe this mould-breaking MPV is a real head-turner – especially when it’s made from tonnes of the nation’s most popular aqua-marine putty . Hopefully our launch will appeal to the inner-child in every parent and it will become a firm family favourite.”
The sculpture weighs about the same as the real car (around 1500kg), making it one heavy toy.